A shoe brand popular with England footballers and a chocolate store set up by a descendant of the Cadbury’s founder will be among the first independent companies to open in Oxford Street as part of a multi-million-pound plan to rid the area of tacky American sweet shops.
Small businesses are being offered six months of free rent to take up a space in world famous shopping destination.
It is part of Westminster council’s “Meanwhile On” initiative, which aims to restore the beleaguered high street after it became littered with candy stores and souvenir outlets following the collapse of big name brands such as TopShop, House of Fraser and Debenhams.
CANVVS will open its doors as part of a campaign to rejuvenate the road. The brand’s trainers have been worn by ‘Shape of You’ star Ed Sheeran and the members of the Lionesses team.
Gareth Southgate, Harry Kane and Phil Foden also donned trainers made by the business during the 2022 World Cup.
James Cadbury, the famous chocolatier’s great-great-great-grandson, is also set to open his sustainable luxury chocolate brand Love Cocoa on Oxford Street.
Luxury linen retailer Kindred of Ireland has opened on nearby Brook Street, whilst British knitwear label Hades is coming soon.
Since 2021, the number of candy stores and souvenir shops in the area has dropped by a fifth, while the number of vacant premises has fallen by 40 per cent as large companies such as HMV and Ikea have moved back to the road.
Westminster council’s cabinet member for planning and economic development Geoff Barraclough said: “We set up our Meanwhile On initiative in a bid to tackle the number of vacant stores and poor-quality offerings. With a huge number of excellent businesses applying, I’m delighted that these first brands are kicking off the project – showcasing innovation, quality, creativity and sustainability.
“By supporting these new small businesses with reduced rent and business rates and promotional and operational support – in the heart of London’s West End – we hope this provides them with a platform for growth and contributes to the diversification and rejuvenation of our high streets, especially Oxford Street.”
